Data & Analytics ARCHIVE

Polish Your Data Dictionary  Mar 07, 2005 7:56 PM By MCM staff

As the saying goes, Cleanliness is next to godliness. And in direct marketing, data cleanliness leads to improved profitability. But because data hygiene is about as exciting as, well, dental hygiene, too many marketers give it only cursory attention.

And that, says Brent Bissell, president of Minneapolis-based consultancy Direct Target One, is a costly oversight. Poor hygiene results in an inconsistent data dictionary

Shining some light on California’s Shine the Light law  Mar 01, 2005 10:30 PM By MCM staff

On Jan. 1, California’s Shine the Light law California Civil Code 1798.83 (SB 27) went into effect. The law requires direct marketers, regardless of where

10 tips to boost rental income  Mar 01, 2005 10:30 PM By Stephen R. Lett

For most list owners, list rental income has been on the wane during the past few years. In fact, according to some estimates, the use of outside lists

Shining Some Light on California’s “Shine the Light” Law  Feb 14, 2005 10:21 PM By MCM staff

On Jan. 1, California’s “Shine the Light” law, known formally as California Civil Code 1798.83 (SB 27), went into effect. Essentially the statute encourages direct marketing companies to offer a transparent way for customers to opt out. Most catalog and Internet retailers already have privacy policies that offer just that. Direct Marketing Association members who are in compliance with its membership rules are, in fact, already in compliance with the statute.

If you wish to err on the side of caution in doing business with California residents, Todd Miller, a consultant with San Rafael, CA-based list and marketing services provider Lenser, offers the following suggestions:

Measuring Incremental Vs. Overall Response  Feb 14, 2005 9:33 PM By MCM staff

When measuring the effectiveness of a promotion, the focus should always be on the incremental order activity that is generated by the promotion, according to Jim Wheaton, a principle with Chapel Hill, NC-based database solutions firm Wheaton Group. The overall order activity during the promotion

Postal Rate Hike May Be Lower Than Expected  Feb 03, 2005 3:27 AM By John Fischer

For months mailers and pundits have whispered that a double-digit postal rate increase was all but inevitable in 2006. But new rumors put the increase at something like 6% for next year, followed by a 4%-5% hike in 2007.

Seasonal Planning: How to Prepare for Your Next Major Mailing  Jan 31, 2005 8:32 PM By MCM staff

“Chance favors the prepared mind,” said scientist Louis Pasteur. And while chance does play a part in the success of any marketing venture, you can nudge the odds in your favor with a combination of forethought and foresight, notes George Hague, senior marketing strategist for Shawnee Mission, KS-based catalog agency J. Schmid & Assoc. Here […]

Tips for E-mail Tests  Jan 24, 2005 10:51 PM By MCM staff

Testing e-mail prospecting lists is in many ways the same as testing postal lists, says Don Buck, president of Milwaukee-based consultancy Buck Marketing. But e-mail testing has its own distinct challenges as well. Here, Buck offers a few suggestions to making your tests more effective.
* The first thing to do is decide what to test. Just because something is measurable doesn

Prospecting Tactic: Think Big (Big Lists, That Is)  Jan 24, 2005 10:43 PM By MCM staff

The latest Mokrynski Catalog Industry Update indicates that well over 80% of mailers had met or exceeded their holiday 2004 numbers, says Steve Tamke, senior vice president for Hackensack, NJ-based list services firm MokrynskiDirect. Indeed, with the exception of a brief soft period during September, 2004 produced encouraging results.

That said, during the past several years most mailers had reduced their prospecting efforts, instead increasing contacts to house file names. As a result, fewer

Short-Term Behavior, Long-Term Value  Jan 24, 2005 10:30 PM By MCM staff

Direct marketers put a huge amount of time and money into examining, testing, analyzing, and fine-tuning their marketing on a campaign-by-campaign basis. The results of a single campaign are judged by response rates, average spend amounts, and often, the ROI generated by that campaign.

But less attention has been given to the long-term behavior of customers, says Don Austin, Ph.D., director of client strategy at Greenwich, CT-based list services firm Direct Media. In general, the amount of the first transaction predicts the amount of subsequent transactions. But Austin a variety of other variables can be used to segment customers into low long-term value and high long-term value groups.

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